Group mulls bringing original Filipino cuisine to international market

The Philippine Franchising Association (PFA) is now working with the Department of Foreign Affairs (DFA) to make an extensive study on how to effectively bring Filipino food to the international market.

"The food industry is growing in the national level, we are now moving to bring out our Filipino cuisine to other countries and we are requesting the help from the Department of Foreign Affairs in this move," said PFA president Robert F. Trota.

Although, there are already Filipino restaurateurs or fast food chains like Jollibee able to enter the global market, Trota said its time to develop an original Filipino cuisine and brand it for the international market.

This means that Filipino cuisine will be competing with Chinese, Thai, Indonesian, Japanese food that are present in many countries.

"There is a question what is really a Filipino food or an original Filipino cuisine? This is what we are trying to develop," Trota said.

Currently, Filipino cuisine is a mixed of Spanish, Ethnic, American, and Asian food. He said the Philippines has to create its own distinctive cuisine that is not inspired by other countries.

He said the DFA will spearhead a study in order to find out the ways and means how to brand the Filipino food in the global market.

If a real Filipino cuisine will be developed, there is a huge potential for Filipino entrepreneurs and restaurateurs to grow internationally, and create chain of restaurants in other countries through franchising.

"We need the government's help on this. Filipino [food] brand has yet to project a stronger name internationally," he added.

Aside from Jollibee, there are now several Filipino-owned food companies that are able to enter initially in the United States, because of millions of Filipinos there.

These food chains include; Red Ribbon, Goldilocks, Jerry's Grill, Max Restaurant, among others.

In California side alone, there are 3.5 million registered Filipino working and residing in this area, the reason why, most Filipino brands, including non-food like Bench have outlets there.

But the long term target is for Filipino food brand to develop a strong hold in non-Filipino consumers in other countries.

Trota, whose family owns the Max's Restaurant chain, said it is easier also for Filipino restaurateurs to enter the United States, because language is not a barrier.

Although, China has proved to be a good market for Filipino food, he said language barrier could be a problem that is why it is recommended to get a Chinese partner if a company wants to enter the huge China market.

He mentioned that Cebu-based companies, like restaurant operators have good opportunity to enter the international market. Julie's Bakeshop alone, he said has potential to penetrate and establish its brand in other countries.

PFA recently established its office in Cebu, headed by Jay P. Aldeguer. The association's main concern is to formally introduce the franchise concept to Cebuanos, and encourage the small business operators, with novel business concepts to maximize franchising concept.